Illumina4ng the New Sphere
of Influence
Stacy DeBroff
Mom Central Consul4ng
October 21, 2009

How Do You Create and Measure
Powerful Engagement in a Digital World?

As Social Networks Proliferate,
Conversa4ons ShiS.
Return on
Tradi4onal • Top‐down Messaging Investment
Media • One way conversa4on
(ROI)
Sphere of
Social • Grassroots messaging Influence
Media • Two‐way dialogue
(SOI)

Return on Investment (ROI)
= A Numbers Game
• # of Impressions • # of Page Views
• # of Click‐Through’s • # of Coupons
• # of Site Visitors Downloaded
How does this measure successful
drive to retail?

Sphere of Influence (SOI)
= Answers Elusive Ques4ons
• What do consumers say about you?
• Where do they say it?
• Who listens to those conversa4ons?
• Do consumers act on your recommenda4ons?
• How extensive is your aggregate reach?
• How persuasive does your consumer audience
consider you to be?

To Measure Mom Blogger Reach ‐
What’s Wrong with this Measurement?

Or This One?
Source: Quantcast for Mom Central, October 2009

Compete Quantcast Alexa
Visitors 53,602 6,300 0.00103%
Visits 85,640 4,800 0.00003%
Who’s Right?
MomCentral.com, October 2009

Standard ROI Fails To Take Into
Account:
Na4onal Media
Plaform
Group Leader
Age of Kids
• Peer Influence
• Blogger Retreats
Author or Expert • Ezines
• Newslejers
• Issues Expert
• Topics Covered
Local Community

How Does Natalie Lewis Reach
Moms? Technora4 Authority: 14
Alexa rank: 21,296,882
Technora4 Authority: 141
Alexa rank: 175,142
363 members
Technora4 Authority: 61
Alexa rank: 57,395
2,733 members
344 friends
Technora4 Authority: 35
Alexa rank: 543,831 3,337 Visitors
Group review blog
1,008 followers 400 Subscribers
Alexa rank: 521,382

Why SOI Majers –
Persuasion Power
Ignite Negate
Enthusiasts Detractors
SOI:
SPHERE OF
INFLUENCE
Change Drive to
Percep4on Retail

How to Measure SOI as a Brand?
Fluency in
Listen Evaluate Engage Art of
Conversa4on
In4mate Deeper
Who is saying Discover Conversa4ons Conversa4ons
what and
why? Enthusiasts
Gated Corporate
Communi4es/ Presence
Retreats Online
What are the
Determine
viral Targeted Public
Detractors
roadblocks? Outreach Ac4va4on

The Art of Being an Excep4onal
Conversa4onalist
TRANSPARENCY
Private
• Nuanced and contextual Conversa4ons • How do Moms act on the
understanding and conversa4on?
listening • How do Moms perceive • Conversa4ons become
• Online and offline the conversa4on? public in SM
streams • Deep, in4mate
conversa4ons
Public
Viral Footprint
Conversa4ons
AUTHENTICITY

SOI in Ac4on: Year‐Long Campaign
Find and Ignite Enthusiasts:
• 500 Mom Ambassadors across 20 markets.
Change Percep?on of Events:
• 40 city live Mom Influencer na?onal events have been held.
Negate Detractors:
• Online posi4ve sen4ment for Ringling Bros. has increased from 8% to
63%.
Achieve Drive to Retail:
• Mom coupon code tracks significant 4cket sales.
• 70% of ?cket sales have been first 4me Disney On Ice/Ringling Bros.
customers – not cannibalizing exis4ng customer base.

Land Grab for Marke4ng Budget
PR Agencies Ad/Digital Agencies

PR FIRMS
SpokesMoms
Ambassador
Moms
Ac4vator Moms
Playground Moms
Everyday Moms
Ad Agencies

Stacy DeBroff, Founder & CEO
MOM CENTRAL CONSULTING
77 Chapel Street
Newton, MA 02458
www.MomCentralConsul4ng.com
617.244.3002
stacy@momcentral.com
Twijer: @MomCentral